Released: November 4, 2011

Erdos & Morgan is proud to release the 2011 Opinion Leaders Study. This national survey is the industry's leading syndicated study of contemporary issue involvement and media influences. For over 20 years, this study has provided many of the most prestigious media, communications and advertising companies in the country with industry leading information about opinion leaders. The Opinion Leaders study is now conducted on an annual basis.

The objectives of the study are to gather information that would:

• Present respondent's involvement in over 190 specific issues that have high impact on government policy and influence attitudes of the general public.
• Furnish advertisers and advertising agencies with measurements of the reach and influence of media serving the opinion leader marketplace.
• Provide media companies with data and opportunities to sell products and services to marketers and advertising agencies.
• Offer qualitative information about specific media brands.

For the first time ever, Erdos & Morgan will release a double based edition of the Opinion Leaders study in November 2011. This double database will be made available online only and is based upon the results of both the 2010 and 2011 editions of the study. Erdos & Morgan will continue to produce a double database in subsequent years based upon the two most recent editions of the study.

The Opinion Leaders survey is designed to measure involvement among the most influential people concerning over 190 of the most relevant issues facing the nation. The study also measures print, television and digital media usage. This provides the opportunity to evaluate which media brands have the most impact on the most relevant issues. By combining print, broadcast and digital media in one survey, we are able to provide the complete media brand rather than just one media platform within the brand.

Opinion leaders, for the purpose of this study, are defined as those individuals whose influence on business, social, political, environmental and educational issues far exceeds their numbers in the population. They exercise far-reaching and powerful influences on the opinions of their fellow Americans by framing and defining the issues that will largely determine the future course of the nation.

The 2011 Erdos & Morgan Opinion Leader Study produces two distinct measurements for each media platform. The first is a coverage figure that measures how many opinion leaders are using a specific media brand. The second is a composition score that shows the attitude of users of that specific brand.

A coverage figure that equates to an audience measurement, derived from readership, viewership or unique monthly impressions, is provided for the top media brands within each platform.

The following are the top media brands that reach the most Opinion Leaders.

A qualitative composition figure based upon the perception of each reader/viewer about the media they consume is also provided based on five different attributes. The qualitative attributes are:

• Influential
• Objective
• Current
• Creditable
• Enjoyable

These attributes were used for all three media platforms measured in this study making for easier use when drawing comparisons between print, television and digital media.

For more information about the Opinion Leaders Study or any of the other syndicated studies from Erdos & Morgan, please contact David March at (201) 236-0469 or david@erdosmorgan.com.